Name – B.M.A.

R Bandaranayaka

Reg, No – 16MAM4877

Department of Marketing Management

CONTENTS

1. Executive summery…………………………………………………………………………. 02
2. Vision and mission………………………………………………………………………….. 03
3. The Company 04
3.1. The History of the company…………………………………………………………..04
3.1.1. Maliban cream cracker biscuit………………………………………………….04
4. The Product…………………………………………………………………………………. 05
4.1 General Product Story of the product…………………………………………………05
5. The overall Market (customers)……………………………………………………………...06
5.1. Description of the characteristics of target customers………………………………..06
6. Competition and Market Share……………………………………………………………….07
6.1. Identification of Competitors………………………………………………………...07
6.2. Market share………………………………………………………………………. 08
7. External Environmental Factors…………………………………………………………… 13
7.1. PESTEEL Factors…………………………………………………………………. 13
8. SWOT Analysis……………………………………………………………………………. 15
9. Sales Objectives…………………………………………………………………………… 16
10. Marketing Objectives…………………………………………………………………….. 17
11. Segmenting, Targeting and Positioning…………………………………………………… 18
12. Tactical Marketing Mix Strategy Development…………………………………………… 20
13. Budgets and Financial Analysis…………………………………………………………... 24
14. Marketing Strategy Implementation………………………………………………………. 25
15. Monitoring and Evaluation………………………………………………………………. 25
Reference………………………………………………………………………………………..25

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1. Executive Summery

(A) Summary of Situation Analysis,

Maliban Biscuit Manufactories Limited is a fully Sri Lankan owned company. Which
manufactures, export and markets quality biscuits. It founded by Mr.Angulugaha Gamage
Hinni Appuhamy in 1954.Maliban “smart cream cracker” is one of the main products in their
product portfolio. But main product is Maliban mari Biscuits.

Company annually sells 21600 metric tons of biscuit. Maliban has 32% of total biscuit
market. That is the 2nd position of biscuits market. Munchee has 55% of it, and other
companies have 13% of market share. Maliban cream cracker market share was at 30% of
total market end of year 2018. There are 140 distributers and 224 sales representatives Covers
85000-90000 outlets island wide. Maliban is considered “quality as its religion”.

Munchee is the main competitor for the Maliban cream cracker. In addition to munchee,
there are competitors in the market. They are Cherish, Lukyland, Maam, Little etc.
Competitors also have good sales force and other capabilities. As a market leader Munchee is
strong with everything. (Distribution, promotion, technology, product portfolio). Munchee is
positioning their cream cracker as “PODI BADAGINNATA SUPER” munchee super cream
cracker.

(B). Summary of Sales and Marketing Objectives.

• Increase cream cracker revenue by 20% in 2020 - 2021.

• Increase number of outlets to visit 90000 to 95000 in 2020 – 2021.
• Increase total cream cracker sale volume by 20% in 2020 – 2021.
• Increase cracker market share by 6% in year 2020 – 2021.
• Plan to introduce two new products under cracker category in 2020 - 2021.
“Rice Cracker”
• 1.5% of market share for new products in the year.
• Increase Maliban “smart cracker” awareness up to 90% and increase new
product awareness (Rice cracker) up to 60% within next financial year.

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(C). Summary of Marketing Strategies.
➢ Product strategy
• Adding new products to existing product line
• Maliban “cream cracker assortment” pack introduce to the market
• Change design of the packaging.
• Plan to introduce cream cracker sachet pack (5 biscuits pack)

➢ Pricing strategy

• Competitor base pricing strategy

➢ Promotional strategy

• Company hope to utilize promotional mix tools efficiently and effectively and
concentrate on speaking in unified voice. Advertising campaign will be
implementing in TV radio, printed and online media. Under PR, CSR, Events
and sponsorship marketing will be practice. Both trade and sales promotions
will carry out to smooth business operation. Personal selling, direct marketing
and online marketing strategy will implement.

➢ Distribution Strategies

Company has very skillful sales team to distribute their products with the help of
island wide distributor network. Plans for year 2020 – 2021.

• Increase number of outlets to visit.

• Increase visit frequency.
• Appoint three new distributors to northern and eastern area.

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(D) Summary of Financial Projections.

Proposed and estimated profit and loss account for Maliban cream cracker for 2020 - 2021

Cream cracker sales Revenue 226

280mm

Production cost (136.5m)

(168 m)

Budgeted marketing expenses (95.5m))

(79.2m

Profit before tax 16.5 m

10.3m

Tax expenditure (4.95m)

(0.10m)

Net Profit (Profit after tax) 11.55 m

10.2m 11.55 m

(All figures in millions)

2. Vision and Mission

2.1. Vision

“To be the most successful and respected food company in Sir Lanka”

2.2. Mission

“To win the hearts and mind of consumers by delivering food proposition with exceptional
quality, safety & value whilst being environmentally & socially responsible, creating
employee satisfaction and returning optimum value to stakeholders”

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3. The Company

3.1. The History of the Company.

Maliban Biscuit Manufactories Limited is a fully Sri Lankan owned company which
manufactures, export and markets quality biscuits. Maliban biscuit founded by Angulugaha
Gamage Hinni Appuhamy in 1954.Mr. Hinni Appuhamy took two rooms down Maliban
Road and set up the Maliban Tea shop and he was soon known as the Maliban Mudalali.

After the world war the Government had taken a decision to ban the imported food
products. Then Maliban Hotels being started manufacture biscuits. In 1945, Hinni Appuhamy
hotels were register as a company.

The Prime Minister, Honorable Sir John Kotalawala on August 5th, 1954, ceremoniously
started first biscuit manufacturing plant for Maliban biscuit company.

In 1965, a factory complex was constructed and production commenced in Ratmalana.

During this time, company started producing biscuit tins to compete with international labels.

3.1.1. History of Maliban cream cracker biscuit.

Maliban Cream Cracker has been a part of Sri Lankan life for over two generations.
Whether eaten with cheese, or jam, or a savory spread of your choice, it's the perfect base for
any biscuit sandwich.

In early years Maliban cream cracker is the market leader of cream cracker market.
Munchee biscuit introduce Munchee “super cream cracker” in year 2005 and captured
significant share of Maliban cream cracker market.

Maliban biscuit company re-launched their cream cracker as Maliban “smart cracker” in
year 2010. With this new smart cream cracker Maliban gradually capturing cream cracker
market, which they lost in previous time.

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4. The Product

4.1. General Product Story of the Product

Maliban cream cracker is one of the famous products produced by the company. Maliban
cream cracker re-launched in 2010 September in the hope of fresh and quality food for whole
family. It introduced as “Maliban Smart Cream Cracker”. Maliban have few SKU’s under
cream cracker name to cater different consumer segments. That SKU’s identified as

• Smart cream cracker 500g • Smart cream cracker 130g

• Smart cream cracker 330g • Bran cracker 140g
• Smart cream cracker 190g • Bran cracker 210g

Maliban “smart cream cracker” is a recognized local brand which enjoys high approval
rating as a food for the home. Maliban “smart cream cracker” won the “Turn around brand of
the year” at 2011.

(A). Development, introduction and history.

Maliban “smart cracker” has been in the market since year 2010. Before introduce “Smart
cracker” cream cracker usually carried a “get well soon” perception among Sri Lankan
people and taken along to give people who were ill or to patients in hospital. Maliban Smart
cream cracker is a result of research and opinion surveys done with consumers. The current
effort is to engage consumers across all age categories with its fresh crispy taste and invite
the people to experience the smart change.

According to market demand Maliban have introduced 330g cream cracker pack to
affordable price. They have developed their packaging too. New packaging is very attractive
and protective packages. and it is fallows new trends of packaging.

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5. The overall Market (customers)

Characteristics of Target Customers.

Sri Lanka is one of the largest biscuit consuming countries in Asia and they are biscuit
lovers by nature. Maliban “smart cream cracker” has attract all the biscuit consumers in the
country and also they love to create biscuit consuming habit among Sri Lankan people. They
have focused to increase cream cracker consumers as well. Their target market mainly
divides two sectors as urban and rural. Its market cuts across all age groups and socio-
economic sectors. They have identified their primary target group include children, teenagers
and youngers. Their secondary target group is adults.

Target customers characteristics can be illustrate as follow

• Most People are too busy. But all of feel hungry. Unfortunately, they have no time to
get meal on time. So most of expecting something to go with their busy lifestyle.
• As a habit they use a biscuit at tea times and within main meals,
• Young generation take biscuit as a fashion (at school, at university, while watching
game, on the way at vehicle and etc.)

Needs and benefits

Consumers are different type of people. Some consumers have health problems and they
have limitation about their foods, their lifestyles are different, some people have not enough
money to spend additional foods like biscuits, and tasty is main requirement for other
consumer segment. According to that we can identify some needs and befits expected from
cream crackers by the consumers.

• Smart cream cracker is most Suitable for different health needs

• Suitable for different life styles (workers, students, fun-loving people, elders)
• Unique taste
• Need a biscuit without artificial colors and artificial flavors.
• Consumers like to stay fit but they need to eat tasty.

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6. Competition and Market share

6.1. Identification of Competitors

It is very important thing to have proper identification about competitors before preparing
a marketing plan for any product or service. Maliban smart cream cracker has one main
competitor. That is Munchee “super cracker” they are the market leader of the cream cracker
category.

(A) List of primary competitors

There are many biscuit companies operating in the country but there are two primary
competitors to cream cracker category.

• Munchee supper cream cracker

• Lucky Land cream cracker

(B) List of secondary competitors

All other biscuit companies and substitute food companies for the biscuit in Sri Lanka are
secondary competitors

• Raigam biscuit company • Maam biscuit company

• Cherish biscuit company • Little lion biscuit company
• Diana biscuit company • Munchee biscuit company
• Lucky land biscuit company • Crown biscuit company
• Kist biscuit company • All other bakery product and instant
foods manufactures
(C) Possible new competitors.

All other biscuit companies in Sri Lanka has possibility to be new competitors. Because
they have potential to introduced cream cracker biscuit to the market. International biscuit
companies are also can come to the country. Britania biscuit Indian biscuit company doing
their researches to start their business in our country. Raigam Company, Maam biscuit
company might be introduce cream cracker biscuit. All other biscuit companies that not
introduce cream cracker biscuit yet, they might introduce cream cracker biscuit in future.

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6.2. Market Share.

(A) Total current industry sale by market.

Total Sri Lankan biscuit market is over 85000 Metric Tons of biscuit per year when it
comes to year 2014. It is worth around 40 billion rupees. Growth rate of Sri Lankan biscuit
market 10% to 16% each year. Countries per capita biscuit consumption is in 4kg of biscuit.

Last five years total biscuit sales volume in Sri Lanka (metric tons)

Year Maliban Munchee Others Total

2014/2015 12169 33188 5532 55889
2015/2016 19523 39046 6507 65076
2016/2017 23188 43384 8228 74800
2017/2018 27200 46750 11050 85000
2018/2019 32300 49800 15200 97300

Last five years total biscuit sales value in Sri Lanka (RS billions)

Year Maliban Munchee others Total

2014/2015 5.53 15.08 2.51 23.12
2015/2016 8.87 17.75 2.96 29.57
2016/2017 10.54 19.71 3.74 33.99
2017/2018 12.36 21.24 5.03 38.63
2018/2019 13.40 23.30 7.05 43.75

Last five years total cream cracker sales volume in Sri Lanka (metric tons)

Year Maliban Munchee Others Total

2014/2015 3699 15577 195 19471
2015/2016 4471 17660 224 22355
2016/2017 7028 18481 521 26030
2017/2018 8677 20944 299 29920
2018/2019 10200 23120 680 34000

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 Last five years total cream cracker sales value in Sri Lanka (RS billions)

Year Maliban Munchee others Total

2014/2015 2.73 11.48 0.14 14.35
2015/2016 3.01 11.90 0.15 15.06
2016/2017 5.20 13.68 0.39 19.27
2017/2018 6.42 15.50 0.22 22.14
2018/2019 7.55 17.11 0.50 25.16

(Maliban internal sources)

This production is available every ware in the country.

• Retail outlets
• Super market channels like Cargill’s, Keels, Laugfs
• Pharmacies around the country.
• Sathosa Outlets Island wide.
• Co-operative shops around the country.

Maliban become truly global company by exporting in Europe, North America, Middle
East and Asia. Company exported 200 million worth of biscuit in year.

(B) Comparative analysis of market share held by the company and competitors

Total biscuit market includes 87% of market shares to two main competitors. All other
companies have only 13% of market shares according to 2018 statistics.

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 Total biscuit market in Sri Lanka

13

32 Munchee
Maliban
55
Others

“This research done in the end of 2018. So, these can be considered as most recent data”

Recent five years total biscuit market shares in Sri Lanka.

70%
60% 58% 60% 60% 58% 55%
50%
40% Maliban
30% 30% 31% 32% Munchee
24% 22%
20% 18% others
10% 10% 10% 11% 13%
0%
2014 2015 2016 2017 2018

Cream cracker market share is concern there are only two major players competition. Other
companies have only 2% of market share in year 2018. Cream cracker markets in the country
have dominated by Maliban and Munchee companies.

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 Cream cracker market

2%

30%
Munchee
Maliban
Others
68%

•Last five years cream cracker market share comparison

90
80 80 79
70 71 70 68
60
50 Maliban%
40 Munchee%
30 29 30 Other%
27
20 19 20
10
0 1 1 2 1 2
2014 2015 2016 2017 2018

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(A) Trends and future growth

Customers
• Present customers are moving from sweet biscuit to semi sweet and cracker type
biscuit because of health factors. Society has become health conscious, low calories,
low sugar and herbal foods will have very good market in the future
• Modern customers are educated people and others have being educating by Medias
continually. Therefore, they looking to consume foods without animal fats or Tran’s
fats. Consumption of Trans fats known to increase the risk of heart desire.
• As a nation Sri Lankan moving to service sector. People are not stopping their works
during day time. They like to have food supplement if they miss their meal.

Company
• Maliban’s main competitor introduced new products frequently. Maliban need to be
market leader once again in the country. Maliban has to introduce new products and
continually doing experiments. Hawayan cockles, Chocolate puff, Maliban doubles
are best examples.

(B). Expected total market

By analyzing last few years cream cracker sales and economic conditions in the country
can estimate future progress. As mentioned early cream cracker growth rate was 10% to 15%.
We plan to increase up to 20%.

Previous market and expected market

Year Market shares Metric tons RS. billions

2016/2017 27% 7028 5.20
2017/2018 29% 8677 6.42
2018/2019 30% 10200 7.55
2020/2021 36% 12240 9.06

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Maliban Smart cream cracker plan to achieve 36% market share in next financial year. It is
6% more against last year. Maliban cream cracker looking to get their main target within next
four years. They want to be a market leader in cream cracker category once again, they move
forward step by step to achieve that goal.

7. External Environmental Factors

PESTEEL Factors framework is to analyze how macro environmental situation affects

operation of business organization.

1. Political Environment

The political situation of a country can either stimulate or stifle business environment.
Maliban biscuit company imported their raw materials over 90 percent. “Duty charged for
some ingredients is 100 percent especially for fat110 a kilogram is charged as duty alone.
Fats composed 40% of the manufacturing cost.

2. Economic Environment

Average inflation rate in Sri Lanka 6.00% in 2019-2020.Economics boom also can
observe due to the economic policies introduce by the government. The income level of the
middle class has begun to increase. This has created healthy situation for the biscuit business.

per capita income is another factor affect the purchasing power of consumer not only
biscuit industry but also all other industries in the country. Per capita income statistics are
show bellow (past and forecasted)

Year Per capita income

2016 3857 USD
2017 4073 USD
2018 4068 USD
2019-2020 4100 USD

Increase American dollar’s value to Sri Lankan rupees is negative aspect of Sri Lankan
economy for Maliban biscuit company. Value of rupee is not stabile, it effect badly when raw

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material importing and cost of the production. In year 2010 it was 118 rupees for one dollar
and 2019 it is 185 rupees to one dollar.

3. Social and Cultural Environment

The social attitude towards the biscuit is changing because people think about their health
before consume something. Everyone knows food habit is effect to their health issues. There
for people are searching for health-conscious biscuits.

Muslim community in the country prefers to use Halal certified products. However, the
majority of the people don’t like Halal concept. Other Religious groups influence community
to don’t use Halal product.

4. Technological Environment

Technology is doing a major part for biscuit products like Maliban biscuit. Most of the
companies have been using modern technology for their products. As a premium biscuit
manufacture in the country Maliban biscuit use latest machineries and technology for their
production. They use new technology for their packaging as well. For the packages materials
imported from SIG of Switzerland and auto wrappers of the UK.

5. Ecological Environment

Nowadays most of the biscuit manufacturing companies have created eco-friendly

environment within the organization. Maliban adopt the international standard for the
manufacturing & other systems. They have to maintain their quality standard that they have
won. Quality ISO 22000Certificates and Environment –ISO 14001certificate are examples.

6. Ethical Environment

Today’s buying pattern is very complex. People have high involvement in purchasing a
product. Therefore, company has to build trust and confidence simplifies this process to a
great extent in the mind of the consumer. As a food company Maliban have to more careful
when their producing, advertising and distributing.

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 7. Legal Environment

As a private limited company Maliban biscuit company work according to government

rules and regulations. It has to pay government taxes for their productions and imported raw
materials. There are rules and regulations regard employees. Company has to pay EPF and
ETF for employees.
In Sri Lanka legally, Food production is well- secured by the government. There is labeling
and packaging regulations influence the biscuit. Company should mention manufactory date
and expiry date on the packages.

8. SWOT Analysis.

Strengths
• Very high brand image and consumer mind share.
• Brand building capabilities that company has
• Large biscuit product portfolio.
• Quality and taste of products.
• It is totally Sri Lankan company.
• Very talented sales force.
• Depth of distribution

Weaknesses
• Sometimes they stick to traditional matters.
• Less concentrate on advertising.
• Didn’t use new technologies when distribution and selling the products

Opportunities
• Business opportunities in Northern and eastern province after the civil war.
• Business opportunity in global market.
• Government support for local manufacture.
• Demand for health-conscious biscuit.
• Estimated annual growth rate of biscuit industry 15% for next few years.

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 Threats
• Fluctuation in the price of raw materials, transportation cost and distribution cost.
• Emerging local bakery products
• Entry of foreign products to the market E.g.- Britania biscuit
• Threats from main competitors like Munchee, Lucky land, Cherish biscuit, Little lion
and etc.,

9. Sales Objectives

Sales objectives create the directions for the marketing plan & it is very important to set-up
the sales objectives right. Cream cracker has clear sales objectives for the year 2020/2021.
• Increase cream cracker revenue by 25% in 2020/2021
• Increase number of outlets to visit 90000 to 95000 in 2020/2021
• Increase total cream cracker sale volume by 25% in 2020/2021

Sales objectives in detail (year 2020/2021)

Product Metric Tons RS Billions
Smart cracker 11730 8.68
New products (Rice Cracker) 500 0.38
Total 12230 9.06

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10. Marketing Objectives.

Marketing objectives are the objectives that brand desire to achieve within a defined
period. These are the future goals of the brand to achieve. These goals must be measured and
progress need to be monitored. All objectives should be SMART.

Followings are the marketing objective of the Maliban cream cracker for year 2020/2021

• Increase cracker market share by 8% in year 2020/2021

Maliban cream cracker current market share is 39% of the cream cracker market. Maliban
supposed to grow market share by 8% by end of year 2020/2021.They plan to gain 42.12%
cream cracker market for Maliban cream cracker by end of this financial year.
• Plan to introduce new products “Rice cracker” in 2020/2021
• Gain 1.5% of market share from new products in the year.

Product Market Shares

Smart cracker 42.12%
New products 1.5%
Total 43.62%

• Increase Maliban “smart cracker” awareness up to 90% and increase new product
awareness (Rice cracker) up to 50% within financial year.

Marketing strategies

Increase cream cracker consumption among existing cream cracker consumers in Sri
Lanka, attract new consumers to cream cracker brand and attract diet conscious healthy food
users to cream cracker products as market penetration strategy.

Maliban plan to introduce new cream cracker products to the market. “Rice cracker”

As market development Strategy Company also plan to increase their outlet base (customer
base) from 90000 to 100,000 around the country and plan to appoint new three distributors to
northern and Eastern area.

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11. Segmenting, Targeting and Positioning.

11.1. Market Segments

(A) Geographic Segmentation

For Maliban “smart cream cracker” Sri Lanka geographically can be segment as

• Region wise
• District wise
• Distributor area wise based on main town.

This segmentation helps to proper distribution and make availability every ware in the
country. Region wise segmented the Sri Lanka identified as Northern, North central, Western,
Central, Eastern, Uva, and Sabaragamuwa, North western and Southern regions

These regions divided in to district.

For Maliban cream cracker this district divides as distributor area wise according to main
town in that area.

E.g. Gampaha distributor area

Matara distributor area
Kandy distributor area.

International market also divided base on geographic variable.

(B) Demographic segmentation

Demographically segment the market for Maliban cream cracker.

Segmentation Base Criteria

Age Group Young / Older adults/adults
Gender Male/Female
Occupation Professionals/ biasness man/labors
Education School/ University/higher education
Family Size Couple only/ Small family/ Large family

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(C) Psychographic segmentation

• All social classes - Upper-upper class, upper middle class, middle class, lower middle
and Working class.
• Lifestyle of consumers- Like to have cream cracker for their tea times, as a diet for
missing meal, when visit relations or friend like to bring biscuit as a gift, In their
free times some people like to have biscuit.

(D) Behavioral segmentation

• People who like to have a biscuit as a habit.

• Group or individuals’ non- users, potential users, first-time users, regular users
• Loyal customers to Maliban cream cracker

11.2 Targeting

Having identifying size and the growth potential of cream cracker target segments and
organizational objectives company decide full market coverage strategy is the best way to
follow. It involves serving almost all customer groups that cream cracker type biscuit needed
in Sri Lanka.

In Sri Lankan cream cracker market Maliban “Smart cracker” is market challenger for
Munchee “Super cream cracker”. Company has to clearly demonstrate how the real market
challenger behaves. Company need to position their brand as quality and revolution brand in
the stiff market forces in the industry and to be the only diet conscious healthy and tasty
cream cracker. To do that Maliban have to do product launches, modifications and new
introductions, greater distribution and etc.

Because of our strategies we will be positioning top of the customers mind.

11.3. Positioning

Maliban is going to positioning cream cracker by highlighting competitor advantages,

company heritage and giving products to new trends of the market. Maliban is going to
positioning Maliban “Smart” cream cracker “Diet conscious healthy and quality
revolutionary cream cracker brand” in Sri Lanka.

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12. Tactical Marketing mix strategy Development.

12.1. Product strategy

Maliban cream cracker is totally tangible product. Little bit of service involves through 24-
hour customer service center. Therefore, Maliban cream cracker is going apply 4p’s
marketing mix strategies.

12.2. Pricing strategy.

Pricing is most important part of marketing mix strategies because it is the only strategy to
generate revenue to the company.

Mainly Maliban cream cracker going to follow competition pricing and product line
pricing strategies.

12.3. Promotional strategy

Promotion is the method that company use to inform about their products to the customers.
Maliban biscuit company decided to pay more attention to their promotional activities and
stimulate consumers to Maliban cream cracker. Because they have learnt from the past, When
Maliban at market leader position they don’t believe promotional strategies. They produced
quality product and put the market but not inform consumers about their quality and products.
Munchee followed different strategy and took Maliban market shares. Maliban lost their
market leader position.

12.4. Distribution Strategies.

There are 140 distributors and 224 sales representative’s islands wide to make available
Maliban biscuit around the country. There are another sales team to service super markets
and modern trade outlets.

Sales team visit town areas weekly and normal retail outlets by fourteen days. There is a
merchandiser works for each distributor to display the product and POSM. Maliban biscuit
company has proper distribution system but there are few areas to improve to achieve their
objectives. There are many retail outlets not service yet, fourteen days frequency is not good
enough for retail outlets, there are some outlets not purchase Maliban biscuit for some reason
(discount problems, personal relationship problems).
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 Company has planned to solve those problems in this year and maintain most effective
distribution system.

Maliban has to tactically implement these four strategies to achieve company sales and
marketing objectives. Marketing team clearly identify tactical strategies to achieve those sales
and marketing objectives that they have to achieve in year 2020/2021

Product ▪ Introduce two new product Maliban “Rice cracker”.

strategies ▪ Introduce Cream cracker assortment pack, including all cream cracker.
▪ Introduce 5 biscuits small Pack for instant consumption.
▪ Modifications apply for existing packaging- Introduce more attractive, new
look and safe package for the cream cracker biscuit with paper biscuit try.
Pricing ▪ Maliban must follow competitive and product line pricing strategy Same price
strategies that Munchee “super cream cracker” in the market and high price than Lucky
land cream cracker.
▪ Product line pricing involve to Maliban cracker product line by different prices
for different product in cream cracker category. “Rice cracker”, “Sesame
cracker”, “Cracker assortment” and “Smart cracker” have different prices.
Promotion ➢ Sales promotions
strategy Sales promotions could stimulate trail purchase and repeat purchase of Maliban
cream cracker
▪ Consumer promotions - Company plan few consumer promotions to achieve
revenue targets.
▪ Plan competition to consumers. Collect cream cracker wrappers and win prizes.
Company will select winners in every week.
▪ Rs.10/= off from Maliban 500g pack at supermarkets.
▪ Offer cream cracker sachet pack with every cracker assortment pack. (bundle
offer)
➢ Trade promotions
Company plans trade promotions to achieve 2020 revenue objectives. It will help
to take competitor shares and convert competitor customers towards Maliban
brands.

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 ▪ Offer one unit free to all twelve-unit purchases for “Rice cracker” (12-1 free)
for retailers.
▪ Offer 100/= discount for purchase one case of “Smart cracker” for the whole
sellers.

➢ Advertising
▪ Distributor Vehicle Branding
▪ Leaflet / Poster Campaign
▪ Television and radio advertisement

Maliban is using TV and radio advertisement to promote their products. They

going to use those two Medias to position their new look Maliban cream cracker
product range in consumers mind and earn more revenue.
▪ Telecast attractive advertisement on television at 7 pm to 10 pm every day
(while tele drama’s), telecast advertisement while health programs, while live
telecast of sport event such as cricket matches and athletic events and while
education programs.(TV channels- Hirutv, ITN ,Derana ,Swarnawahini, CSN)
▪ Broadcast attractive advertisement with live DJ shows on radio and health
programs, education programs, sport event broadcast.(radio channels- Sirasa,
Hiru,Neth,Derana)

▪ Newspaper and Magazine advertisement,

▪ Plan to put half page advertisement on “Lankadeepa” newspaper.
▪ Plan to advertise on “Sirikata” women focus paper and “Go” magazine that
public for youth generation.

▪ Use social medias like facebook, twitter and others

▪ Maliban company official web site will be update to inform about their cracker
category.

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 ➢ Media relations
▪ Company plan to meet the media to inform their new cracker product
launches and re-launch of smart cracker product.
➢ Employee relations
▪ Plan annual award ceremony to reward achievers and encourage all
employees to achieve next year.
▪ Plan annual cricket tournament between all departments in the company.
➢ Community relations
▪ Maliban going to give scholarships to school children’s to their primary and
secondary education
▪ Introduce attractive sachet hanger promotion unit for the retailers

Distribution ▪ Plan to appoint three new distributors to northern area.

strategy ▪ Increase visit frequency
▪ Plan to offer special incentive for sale representatives who achieve cream
cracker targets. Plan to give branded wrist watch to those who achieve “Rice
cracker & Sesame cracker “distribution target according to company plan.
▪ Plan to offer additional 1% profit margin to distributors who achieve their
quarter turnover targets of cream cracker.

❖ Increase number of outlets to visit 85000-90000 to 100000 within next financial year.
❖ Increase total cream cracker sale volume by 25% in 2020/2021

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14.Implement Control

Company is going to implement marketing activities as monthly and quarterly. With

over sixty years of experience in biscuit market company knows peak sales month and low
sales month in the financial year. When company is planning marketing activities within the
year they have considered that things. As examples peak sales month like May, April and
December they didn’t plan POSM distribution, annual cricket match, distributer vehicle
branding, and such things. They have plan promotions to take more sales in low sales month
as well as take maximum sales in peak sale months.

15. Monitoring and Evaluation

Monitoring and evaluation is very important for Maliban Company, weather their
exsiccations are in right way or not. They can make adjustment to their existing plan
according to the situation if they do monitor and evaluation process on time. Company is
going to monitoring those all-important activities through proper process. It should monitor
quarterly, monthly, weekly and day by day. This monitoring system not only for sales but
also promotional teams, merchandising teams, R&D team and all departments in the
company.

Ultimate objective is this process to achieve company objectives. According to that

Maliban going to

16. Reference

• www.malibanbiscuit.com (corporate website)

• Strategic marketing planning (Colin Gilligan and Richard M.S. Wilson)
• www.luckyland.lk (Competitor’s corporate web site)
• www.ceylonbiscuit.lk (Competitor’s corporate web site)
• Internal sources of Maliban biscuit company
• Ac Nielsen retail audits (2014)

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